Advice Line: What’s Your Value? - How I Built This with Guy Raz Recap

Podcast: How I Built This with Guy Raz

Published: 2026-03-19

Guests: Miguel McKelvey, Megan Downey, Alexa Hirschfeld, Mark Goldfarb, Pete Maldonado, Rashid Ali

What Happened

Miguel McKelvey, co-founder of WeWork, revisits the podcast to offer strategic advice for small businesses. He emphasizes the importance of pop-up events for Sheiky Wrap, a sustainable gift-wrap company, especially during the Christmas season. He recommends that founder Megan Downey create digital content from these events to enhance storytelling around the product.

Megan Downey discusses her journey with Sheiky Wrap, highlighting the unique selling proposition of her patent-protected, zero-waste gift wrap made from certified recycled plastic. The company has successfully marketed its eco-friendly products online and through platforms like Nordstrom.com and Kickstarter. Despite the challenges of U.S. manufacturing, Downey remains committed to making wraps domestically while producing bags offshore.

Alexa Hirschfeld, co-founder of Paperless Post, provides insights to Amanda from Madison, Wisconsin, the founder of Woofsee, a company offering dog enrichment tools. Hirschfeld advises Amanda to leverage customer testimonials to improve online product positioning. Amanda plans to hold a contest to gather video testimonials, following Hirschfeld's suggestion.

Mark Goldfarb, creator of the gourmet pesto line 'In Mark's Kitchen', shares his transition from a custom footwear business to food production. His pesto, noted for its high-end ingredients like Parmigiano Reggiano, is priced between $16.99 and $22 per jar. The business grows steadily, with a 25% annual increase in revenue and a focus on maintaining quality and exclusivity.

Mark is currently managing most of the business operations himself but is considering hiring someone to assist with marketing and brand building. Advisors Pete Maldonado and Rashid Ali recommend that Mark consider hiring an apprentice or a co-founder to handle strategic and tactical tasks. They suggest looking for potential hires through LinkedIn and starting with his existing customer base.

April Dunford's book 'Obviously Awesome' is recommended to Amanda to help with Woofsee's product positioning. The book provides a methodical approach to articulating product benefits, which could help Amanda clarify the value of her dog enrichment tools to potential customers. Alexa Hirschfeld specifically mentions this resource to support strategic business growth.

Key Insights

• Miguel McKelvey advises small businesses like Sheiky Wrap to use pop-up events during peak seasons for better market penetration and storytelling. This approach can create engaging digital content that highlights the product's unique features.
• Sheiky Wrap addresses sustainability concerns by using fabric derived from certified recycled plastic, countering greenwashing criticisms. The company balances domestic manufacturing challenges by producing wraps in the U.S. and bags offshore.
• Alexa Hirschfeld recommends using customer testimonials to enhance online positioning for Woofsee's dog enrichment tools. This strategy can improve the clarity of product benefits and drive better engagement with potential customers.
• Mark Goldfarb's 'In Mark's Kitchen' pesto business focuses on high-end markets with products made from premium ingredients. The business is experiencing steady growth and aims to maintain quality while exploring marketing expansion.